1. Do your homework - make sure you've read a publication before you submit a press release to it. Not every magazine or newspaper will be appropriate for your business or service.

2. Make notes when you read an article about a business or service like yours. Record the name of the reporter, note the length of the article and what information is included. Use that to guide the kind of information you submit.

3. Most publications, ezines, television and radio station Web sites include detailed information about how to submit a press release. Look for a directory or contact page; sometimes, they're hidden under a "Customer Service" tab.

4. Be polite and cheerful, but remember, a reporter or an editor is someone with a job to do - a job that is much more difficult than it used to be.

5. Beware of on-line publications. Some are high quality and have a decent following. Don't waste your time with those that aren't. It's worth the effort to request information about site traffic, which should be available as part of a package given to potential advertisers.

6. If your product or service is available to people outside your local community, you may wish to send your press release statewide. Your state press association should have a member directory on-line. Don't forget to actually read those publications to make sure they're appropriate.

7. Always find a way to say “thank you” when an editor places your story. A phone call, a cheery note, even a quick e-mail can go a long way. Remember, this isn't just public relations. You're building public relationSHIPS.